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    Please use this identifier to cite or link to this item: http://ir.lib.ksu.edu.tw/handle/987654321/5702


    Title: An Examination of the e-Shopping Behavior in Taiwan Using the TPB Model
    Authors: YaFen Tseng
    ShuChen Kao (高淑珍)
    TzaiZang Lee
    ChienHsing Wu
    Keywords: e-shopping
    theory of planned behavior
    perceived behavioral control
    behavioral intention
    Date: 2009-11-18
    Issue Date: 2009-11-20 00:21:31 (UTC+8)
    Abstract: Statistics have shown that the Internet penetration of Taiwan until today is
    around 67%, and also addressed that the e-shopping will be reaching to the growth of
    30% at the end of 2009. This implies that rapid growth in the number of Internet users
    over the web cyberspace has attracted together e-shoppers who have common
    interests, want to circulate and share information (e.g. buying experience, website
    reputation), wish to buy things, and desire to do business. In the development of
    e-shopping, buying behavior generally come from user perceptions and social
    behavior, and is therefore one of the most important issues for the e-business life
    cycle. Based on the perspectives of 311 e-shoppers from Taiwan, this paper presents
    an empirical investigation on e-shoppers behavior by using the theory of planned
    behavior (TPB). Results are obtained showing that: (1) advantages, compatibility, and
    ease to use of website are significantly related to the e-shoppers attitude, (2) attitude
    of e-shoppers is more likely to influence the shopping behavior, (3) perceived
    behavioral control is significantly influence the behavior intention, (4) behavior
    intention does not directly and necessarily imply the actual shopping behavior due to
    the virtual trust of the e-store and unknown information. Discussions and implications
    are also presented.
    Relation: Tseng,Y.F., Kao, S.C., Lee, T.Z. & Wu, C.H. (2009), ”An Examination of the e-Shopping Behavior in Taiwan Using the TPB Model”, The 14th Asia Specific Management Conference, Indonesia, November 18-20
    Appears in Collections:[資訊管理系所] 會議論文

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